Openings: Proenza to Open Madison Ave Flagship Tomorrow

Published Jul 12, 2012 at 5:08 PM

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As if we needed another reason to drool over their covetable ready-to-wear or butter soft handbags, Proenza Schouler is opening doors at its first-ever flagship store tomorrow morning at 822 Madison Avenue.

Considering the brand (and most especially its accessories collection) has become synonymous with a effortless downtown chic, it's somewhat surprising that its designers, Jack McCullough and Lazaro Hernandez, decided to set up camp within spitting distance of decidedly "uptowny" labels like Ralph Lauren and Celine.

In an interview with WWD, Hernandez explained the motivation behind their uptown retail debut. "It just felt wrong in a good way to open up town," said the designers.

Clearly, the fellas have no illusions about what kind of customer they're trying to attract. "The reality is, the clothes are expensive and the customer is here."

While we haven't seen inside, WWD reports that the new boutique has an "edgy" vibe, with exposed beams and steel fixtures. Hernandez, rather curiously, even went so far as to describe the ready-to-wear room as being "made out of a sidewalk" (we're hoping he's referring to slabs of concrete and not city grime).

Proenza Schouler, 822 Madison Avenue at the corner of East 69th Street.